University of Twente Student Theses
Healthy packaging worth another look : the influence of visual and textual packaging elements on consumers' health perceptions and consumer response.
Bos, H.L. (2022) Healthy packaging worth another look : the influence of visual and textual packaging elements on consumers' health perceptions and consumer response.
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| Abstract: | Aim- Previous studies have shown that there is a gap in the literature on how these visual (shape and texture) and textual feature (labelling) of product packaging can best be expressed when presented simultaneously in relation to health perceptions and consumer response. This study includes an experiment to investigate the influence of the packaging design elements shape and texture in combination with labelling on health perception and consumer response to (food) product packaging in the Netherlands. Method- A total of eight orange juice posters were designed that differed based on three characteristics: the shape (1) and texture (2) of the packaging design, and the presence of a label (3). Data were collected through an online questionnaire. Results- The results showed that a congruence effect (organic shape x rough texture x label) influenced the positive product response of consumers to a certain extent and that an incongruence effect had more influence on the perceived healthiness of consumers (texture and label). Main effects occurred between showing a label and the perceived healthiness and between a smooth texture on taste perception. Finally, the participants have associated packaging with a smooth texture more with sweetness. Relevance- This study is designed to give insights in how visual elements and a textual element (together) could influence the perceived healthiness of the consumer and stimulate the consumer to choose for a healthier product. Especially of interest for marketeers, designers, and retailers who sell their products in an online environment. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/89579 |
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